This study views events not merely as a tool for sales promotion but rather as a broad form of communication that directly connects firms and consumers. Centering on a public event—the National Hairdressing Skills Competition—the study examined how organizer factors (those who plan and execute the competition), competition-related factors, and personal factors influence individuals' attitude formation and, through these attitudes, their intention to participate, testing these relationships within a causal framework. The empirical analysis, based on data collected from hairdressing professionals who had participated in the National Hairdressing Skills Competition and those who had not, yielded the following results. First, consistent with general attitude research, beliefs about the hairdressing skills competition were found to positively influence individuals' attitudes, and as a promotional characteristic of the event, potential participants' knowledge about the event significantly influenced their attitudes. Second, while direct personal benefits obtainable through the competition did not have a significant effect, the perception that technical and design insights gained through the competition could be usefully applied in participants' professional settings was found to significantly influence attitudes. Third, individuals' attitudes toward the competition were found to influence participation intention, while subjective norms influenced participation intention only indirectly through individual attitudes. Fourth, regarding the difference between those with and without event participation experience, those with participation experience perceived the competition more positively. In terms of strategic implications, unlike product marketing, promotional elements are important in event marketing; organizing elements that can be utilized in professional practice should be strategically arranged, and promotional efforts and information provision should be directed toward the reference groups of potential participants.